Shell wanted to drive more traffic to their Shell Motorsport website. Last year Shell ran an expandable banner on F1.com, featuring the Shell Circuit TV - a celebration of the technical partnership between Shell and Ferrari. When the banner expanded, the film played in full.
Users were then directed to click through for more information, but once they had watched the video, there was very little reason for them to go through to Shell Motorsport. Also the ad wasn´t pulling well and didn´t showcase the film to its greatest potential.
Our solution was to make dynamic movie-style trailers that would whet the appetite of the viewer and inspire them to visit the Shell site, in order to view the full 60 second film. Using a more cinematic crop, dramatic music and sharp editing, we created a hugely impactful expandable banner.
In the ´refueling´ execution, we created another dramatic trailer by cutting together spectacular shots of a Ferrari being refueled by an aircraft at high speed, in order to drive traffic to the Shell Motorsport site.
In the first week of play out alone the new improved banner had more views than than the previous version had managed in the whole year.